
Times are changing, and the way we live our lives is, in some ways, dramatically different to just 5 years ago. To give an example, following the recent storms, and the loss of electricity, amongst the hardships people complained of was the loss of wifi. I, of course, acknowledge the point that Kirsty Alsop and others make, that losing your wifi or fridge freezer is nothing compared the hardships suffered by those who lived through the Blitz, or in today’s world, by Jordanian refugees. The fact is, we live in a digital age, and, in my view, there are 2 emerging trends that will challenge organisations in 2014 and beyond. How organisations’ respond to these challenges could significantly affect the level of commitment and engagement they are likely to promote amongst their workforce.
The 2 trends, I
predict will challenge organisations in 2014 and beyond are:
· Online retailing
· Social Media
Online retailing
Online retailing has
dramatically changed the way we shop in the UK. On Cyber Monday, 2013,
VISA estimated that £450 million would be spent, with some 7.7 million transactions
taking place, up 16 per cent on 2012, making December 2 the busiest day of the
year for e-commerce. John Lewis expected 80,000 orders and Amazon 3.5 million.
Experian estimated
that between 24 December and 26 December, some 45 million hours was spent
shopping online. They predicted that Internet sales were worth £540m on Boxing
Day.
By the end of
December 2013, it was estimated that, the first time ever, there will have been
three billion visits to retail websites in the UK in a single month.
It is naive to think
none of this shopping will take place in work’s time. The challenge
we face, is to manage this new shopping trend, so it doesn’t spiral out of
control. While at the same time allowing internet access that is
flexible enough to reflect the patterns of our current lifestyle. It
is possible, technologically, if not procedurally, to eradicate on-line
shopping in the workplace. However, the smart organisation will
recognise, that such controls are unlikely to build commitment and engagement
amongst its workforce. The challenge is to have internet access policies and
procedures that prevent workplace “surfing” getting out of control, while
avoiding the "own goal" of having a control system that prevents
access to online services at the cost of disengaging and disempowering the
workforce.
Social Media
Facebook and LinkedIn
are now an intrinsic part of our daily lives. Most of us, our bosses,
colleagues and our staff, have some presence on social media. Social
media has the potential to reach a very wide audience very quickly. This is
reflected in the growth of employers using social media for recruitment.
According to a recent survey by XpertHR 46% of employers use social media to
recruit candidates. All organisations want to enjoy the benefits of
engaging with their customers, staff and other stakeholders that social media
offers. However, the reputational and commercial damage of poor publicity
via social networks cannot be underestimated. Organisations’ need clear
policies when managing staff interactions with social media. This is
important, not just as a point of reference if disciplinary action is required,
but to reflect that fact that social media is an essential part of most modern
organisations’ public profiles. Every employee has the capacity to
influence the public perception of their employer by how they engage with
social media. However, there is a danger that the “baby can go out with the
bathwater”. How can an organisation
generate engagement, commitment and innovation when its default position is to
introduce controls rather than to generate commitment?
Furthermore, the
landscape of social media is changing. According to recent research Facebook is
not just on the slide, it is basically dead and buried amongst 16- to 18-year-olds
in the UK. Children and teenagers are increasingly communicating through
newer contenders such as Twitter, Instagram, SnapChat and WhatsApp. In 5 – 10 years’ time a new cohort of employees
wont engage with Facebook or Linkedin, but through Twitter, Instagram,
SnapChat
and WhatsApp.
The growth of these media will make it harder for organisations to monitor and
control employee communications and interactions via social media.
There
is now a group of hyper-connected, always-on employees who wind up spending
time on work related activities outside of their work day commitments, thanks
to the rise of mobile communications and smartphones. They bring their work with them everywhere. They may
check out Facebook or book a ticket for a gig in the afternoon, but may be
working on a presentation or bid at 11.00pm at night.
Consequently trying
to restrict and control what and how employees’ communicate via social media, rather than persuade and
convince them of appropriate standards of behaviour, might be unproductive in
the short term, and impossible in the long term.
The fact is that we
are increasingly living our lives on the web. We are buying clothes, booking
holidays, transferring funds, sharing our family photos, “liking” a recent
restaurant, or to “letting off steam” about colleagues, bosses or
difficult customers. This new way of life has the potential to eat in to
employees’ works time, and to create negative publicity for the employer.
The temptation may be to eradicate it as a risk by creating firewalls and
introducing controls and punitive rules. However, the real challenge is to manage it in way
that stops it being a major drain on organisational resources, reduces it
potential for reputational and commercial risk, while enhancing its
capacity to empower and engage staff.
Happy New Year
from Sean McCann, the Managing Director of People Based Solutions. We are an HR consultancy specialising in HR
Services and Support. If you would like to know more about how we can support
your business during 2014 contact us at: